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| Author: | O'Cass, A. Voola, R. |
| Title: | Explications of political market orientation and political brand orientation using the resource-based view of the political party |
| Journal: | Journal of Marketing Management
2011 : MAY, VOL. 27:5-6, p. 627-645 |
| Index terms: | marketing politics political parties brands market orientation |
| Language: | eng |
| Abstract: | It is herein adopted the resource-based view of the firm as a platform to explore three important political (henceforth as: poltl.) party capabilities: a. proactive poltl. market orientation (as: ortn.), b. responsive poltl. market ortn., and c. poltl. brand ortn. A theoretical argument outlining the importance of the complementarity btw. these capabilities is developed. This approach illustrates the links btw. poltl. market orntn., using what is labeled as b., a., and c. by building on the marketing literature. This study's treatment of political market orientation is suggested to be important in helping to better understand its role within the resource-based view of the party etc. |
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